band 303 quizzes

Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment? A) Team selling B) Relationship selling C) Trade selling D) Technical selling E) Missionary selling

A) Team selling

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or Correct Answer A) an advertising agency. B) a group of media specialists. C) a group of multiskilled managers. D) a "special projects" group. E) freelance advertising consultants.

A) an advertising agency.

___ are items offered free or at minimal cost as a bonus for purchasing a product. A) Rebates B) Premiums C) Samples D) Merchandise allowances E) Coupons

B) Premiums

Recently the local television station communicated a news story about the new specialized medical mart opened by Cleveland Clinic. The story provided information about the various services that the new medical mart would offer and how to get in touch with the service providers. This story is most likely an example of A) Institutional advertising. B) Publicity. C) Public relations. D) Sales promotion. E) Direct marketing.

B) Publicity.

Savanna is a sales person for Aeropostale. Her compensation is based on a set salary plus a commission based on sales. Savanna's compensation is based on a(an) A) straight salary compensation plan. B) combination compensation plan. C) cafeteria plan. D) straight commission compensation plan. E) salary plus bonus program.

B) combination compensation plan.

The target audience for an advertising campaign is the A) information base on which to develop the campaign. B) geographic distribution of persons. C) people toward whom the advertisements are directed. D) overall goal of the advertising campaign. E) sales objective to be achieved by the campaign.

C) people toward whom the advertisements are directed.

The difference between consumer sales promotion methods and trade sales promotion methods is A) with consumer sales promotion, marketers try to persuade retailers to carry their products. B) with trade sales promotion, marketers focus on trading with consumers. C) consumer and trade sales promotions aim at retailers, but only trade sales promotions aim at wholesalers. D) consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy. E) trade sales promotions attempt to persuade people to buy at particular stores, whereas consumer sales promotions focus on persuading people to buy particular products.

D) consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy.

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach A) objective-and-task B) percent-of-sales C) industry-standard D) arbitrary E) competition-matching

E) competition-matching

The step in developing an advertising campaign that directly precedes campaign execution is A) defining advertising objectives. B) creating the advertising platform. C) evaluating advertising effectiveness. D) developing a media plan. E) creating the advertising message.

E) creating the advertising message.

The salesperson must attract and hold the prospect's attention, stimulate interest, and spark a desire for the product during the A) prospecting. B) preapproach. C) follow up. D) approach. E) sales presentation

E) sales presentation

The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its history as an established brand. The ad also mentions Crest's advantages and benefits. Crest's advertising would be classified as A) repetitive. Correct Answer B) reminder. C) pioneer. D) competitive. Incorrect Response E) reinforcement.

reminder

Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to buy. He knows his next step in the personal selling process is to A) approach. B) preapproach. C) make the presentation. D) prospect. E) overcome objections.

A) approach.

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising. A) institutional B) product C) organizational D) pioneer E) advocacy

A) institutional

Sayyid's company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company's sales records. Sayyid is A) prospecting. B) screening. C) researching. D) pre-approaching. E) surveying.

A) prospecting

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development? A) Determining the appropriations Correct Answer B) Creating the platform C) Identifying the target Incorrect Response D) Defining objectives E) Developing the media plan

B) Creating the platform

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as A) pioneer. B) competitive. C) comparative. D) defensive. E) selective.

C) comparative.

The two groups of order takers in personal selling are A) current customer salespeople and new-business salespeople. B) missionary salespeople and trade salespeople. C) inside order takers and field order takers. D) trade salespeople and technical salespeople. E) advisory order takers and support order takers.

C) inside order takers and field order takers.

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called ) advertising. B) sales promotion. C) personal selling. D) target marketing. E) public relations.

C) personal selling.

As Quaker Oats tries to decide how to introduce its new line of breakfast bars, it considers all the advantages and disadvantages of the various consumer sales promotion methods. After careful consideration, Quaker Oats decides to use ____, which are the most widely used form of consumer sales promotion. A) free samples B) rebates C) point-of-purchase displays D) coupons E) cents-off offers

D) coupons

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as A) continuous. B) skipping. C) pulsing. D) flighting. E) intervals.

D) flighting.